Amazon continues non-exclusive Bundesliga coverage in new agreement

Retail giant Amazon has reached an agreement for its Prime Video service to provide live coverage of two more German Bundesliga matches this weekend for subscribers in Germany and Austria.

Amazon will cover the derby match between Hertha Berlin and Union Berlin tonight as well as Schalke 04’s home match against Augsburg on Sunday at 1.30pm (CET). Prime customers in Germany and Austria will receive access to the matches as part of their existing subscriptions.

The coverage will be non-exclusive given the league’s recently-signed deal with subscription OTT service DAZN.

Subscribers to Amazon Prime have previously had access to Bundesliga matches, as rights-holder Discovery had a distribution agreement with the online retailer that gave its customers access to its Eurosport content.

As a result, DAZN has had to go directly to the DFL to acquire the rights it was due to broadcast through its own sublicensing agreement with Discovery.

Like Amazon, DAZN agreed a deal with the DFL to broadcast the Werder Bremen vs Bayer Leverkusen match on Monday night, and yesterday (Thursday) the platform extended its Bundesliga coverage in Germany and Switzerland until the end of the season. The deal covers nine live matches from the top-tier Bundesliga and four relegation matches between Bundesliga and Bundesliga 2.

The slew of media-rights deals agreed for the Korean K League ahead of its recent restart did not generate large revenues for international distributor Sportradar. But the league hopes to capitalise, in the years to come, on the boost to its profile, as one of the first competitions to restart after Covid-19-related shutdowns.

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